Creating buzz: new media tactics have changed the PR and advertising game.
You can tell that public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most is pulling ahead of advertising as the architect of buzz. How else to explain why Google and TiVo have become such well-known brands--and verbs--in such a short period of time? Companies are investing in "viral games" and "contextual marketing Delivering ads to users based on their preferences. Adware programs analyze a user's Web surfing habits to determine the type of merchandise they are likely to purchase. As a result of the analysis, "contextual ads" are made to pop up periodically. " rather than primetime events. So adding a few dollops of buzz as a PR tactic can't possibly hurt, even though some of it may be stealthy--there's a dark art called "astroturfing" that responsible PR pros won't touch--and experimental. You know it's a different ballgame when sending a rubber duck A rubber duck, or rubber ducky, is a toy shaped like a goose that is made of rubber or rubber-like material such as vinyl plastic. Almost all modern rubber ducks are made out of vinyl plastic rather than rubber. to the "Live With Regis and Kelly Live with Regis and Kelly is a syndicated American television talk show, hosted by Regis Philbin and Kelly Ripa. Before 2000, the show was known as Live with Regis and Kathie Lee, with Kathie Lee Gifford co-hosting with Philbin. " show creates more brand buzz for insurance company AFLAC AFLAC American Family Life Assurance Company
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AFLAC Apologies For Lack of Audi Content (Audi listservs) than a press conference!
Buzz, the modern variant of gossip, is a combination of marketing communication (which is all about telling our commercial stories) and public relations (used to narrate particular angles of a story) in a highly networked world. We're talking about a world bypassing print media for its first contact with news, where mobile phone companies handle more data traffic--essentially text messaging--than voice, and a world in which e-mail-circulated stories and chat room postings travel faster than a newsletter or a press release. Whether communicators agree with all of this or not, a whole new set of communication tools has quietly upstaged trusted old ones. You know: corporate video, the press briefing, the product launch, the employee handbook An employee handbook (or employee manual) details guidelines, expectations and procedures of a business or company to its employees.
Employee handbooks are given to employees on one of the first days of his/her job, in order to acquaint them with their new company and and the carefully storyboarded TV commercial.
The role of advertising is waning, points out Laura Ries Laura Ries is a best-selling author and co-founder of the consulting firm Ries & Ries with her father, Al Ries.
Laura attended Northwestern University in Evanston, Illinois where she graduated “with highest distinction” from Northwestern’s School of Speech , co-author of the 2002 book, "The Fall of Advertising and the Rise of PR." She cites Amazon, Starbucks and Krispy Kreme as examples of companies that have leveraged PR to build their brands "People do not necessarily believe, trust or even listen to advertising messages," she says. Agencies have been put on notice, and some have reinvented themselves.
CHANGING TECHNOLOGY AND ECONOMIC WORRIES
Two factors brought about this shift: a piece of technology and the struggling global economy. The little black box, often referred to as a PVR See DVR. (personal video recorder See DVR. ), introduced TV viewers to a new form of time shifting. Advertisers saw this as a dangerous trend because viewers could "TiVo" a program--record it, skip past the commercials or stop a program in its tracks for a bathroom break. The other factor was economic. Mass marketers were looking for Looking for
In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. smaller investments in marketing to a vastly segmented audience. TV commercials were no longer cost effective. At an Association of Accredited accredited
recognition by an appropriate authority that the performance of a particular institution has satisfied a prestated set of criteria.
cattle herds which have achieved a low level of reactors to, e.g. Advertising Agents media conference this past February, Procter & Gamble's chief marketing officer, Jim Stengel, announced that "there must be, and is, life beyond the 30-second TV spot." He then declared that the company, which spent more than 70 percent of its US$2.5 billion ad budget on TV in 2003, was replacing its media planning account with something called communications planning. Translated: P&G would hunt out new media venues.
In advertising circles, this shifting of tectonic plates is hard to miss as brands like Nike, Mazda, Burger King and adidas, as well as politicians, drug companies and activists look to new media venues and new tactics. Call it "The New PR," or "Guerrilla Marketing Communication." Companies have a taste of the infinite possibilities of marketing programs that inject passion into the near-obsolete "4Ps" model and truly involve customers. We're talking viral marketing, communication campaigns involving text messaging, web sites and even forms of "activism" promoting an idea, motivating people or demonstrating brand values.
"Word of mouth is the real secret weapon in building a brand," says Ries. "But how do you get the first mouth started? The media is a great place to start. You don't need traditional media for that."
CREATING BUZZ IN REAL TIME
The shift away from mainstream media--a model based on "grabbing eyeballs"--challenges marketers to create their own media, i.e., a model based on generating buzz. Take the case of an adidas campaign in Asia that eschews advertising. The ad agency designed an "event" by building a 328-foot, eightlane track in downtown Osaka. What's so unusual about that? The track is built on the vertical face of a skyscraper! Another one was built in Hong Kong. Extreme athletes compete in these events (timed to coincide with the Olympics) and demonstrate adidas's campaign theme: "impossible is nothing." Check the Impossible World Records web site at www.adidas.com/jp/impossible (click on the race track on the left).
Looking for buzz means being creative even when using traditional media. In the pre-Internet days, the nearest thing to integrated marketing communications Integrated Marketing Communications Definition
The American Marketing Association suggests that integrated marketing communications (IMC) is “a planning process designed to assure that all contacts received by a customer or prospect for a product, service, or (IMC (Internet Mail Consortium, Santa Cruz, CA, www.imc.org) An industry trade association founded in 1996 by Paul Hoffman and Dave Crocker that promotes Internet e-mail standards and features. ) was getting TV audiences to call a toll-free number to enter a sweepstakes. In the TiVo and SMS (1) (Storage Management System) Software used to routinely back up and archive files. See HSM.
(2) (Systems Management Server) Systems management software from Microsoft that runs on Windows NT Server. era, the audience gets to vote using text messaging, and then watch how its votes affect the outcome of the event. The best example of integrating the brand into the program content was Coca-Cola's role in the TV show "American Idol." Such "advertainment" is a brand marketer's dream: buzz plus product placement, customer participation plus measurement. As Mark Dempster of USWeb/CKS once observed, the brand manager of the future is "like an air traffic controller ... it's all happening in real time."
This new PR may sound rebellious and anarchic, but those who demand it are intensely focused on measurement, which can also happen in real time. Marketers who are looking for life beyond the 30second commercial are monitoring clickthroughs, and the time spent on product pages.
BuzzMetrics, a company that pharmaceutical and automotive marketers turn to, tracks the "naturally occurring conversations," aka buzz, on message boards, blogs, review sites and gripe sites. It has tracked "passion" and "advocacy," for instance, to see what brand attributes might breed evangelists. Mitsubishi experimented with a cliffhanger cliff·hang·er
1. A melodramatic serial in which each episode ends in suspense.
2. A suspenseful situation occurring at the end of a chapter, scene, or episode.
3. TV spot during the last U.S. Super Bowl football championship, encouraging viewers to visit a special web site (www.seewhathappens.com) to see the dramatic ending of the commercial. Others are "seeding" URLs into commercials, leaving audiences to discover web sites for themselves. Such viral marketing tactics have included an odd companion web site for Burger King called Subservient Chicken (see sidebar) and long format commercials called "Webisodes" by BMW BMW
in full Bayerische Motoren Werke AG
German automaker. Founded as an aircraft engine manufacturer in 1916, the company assumed the name Bayerische Motoren Werke and became known for its high-speed motorcycles in the 1920s. and American Express that never see the light of day on TV.
Speaking of going viral, take the case of Ford, which unleashed two web-only commercials earlier this year for a model called the "Ka" in the U.K. One "unapproved un·ap·proved
Not approved or sanctioned: an unapproved vaccine; an unapproved protest march. " version for the sports model (www.ifilm.com/viralvideo?ifilmid=2633283) depicts the car's moon roof decapitating a cat. Yuck! But that's exactly why the ad got passed on in true viral fashion, generating more brand awareness in weeks than other ads get in months. The tagline for the Ford SportKa is "The Ka's evil twin." Anyone willing to bet that Ford's ad agency, Ogilvy & Mather, was truly ignorant of it?
If all this looks experimental, it won't be for long. A newly formed Word Of Mouth Marketing Association (WOMMA WOMMA Word of Mouth Marketing Association (also seen as WMMA) ) has plans to make what's now a guerilla tactic into a legitimate practice. They are working on metrics and ethics issues. The day can't be far off when "creating buzz" is given the same attention--and budget--that brand building once received. Word of mouth is not a fuzzy medium and can be integrated into a communication plan. "PR firms are very good at building relationships," says BuzzMetrics' President and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. Jonathan Carson. "A lot of the core competencies of PR play right into what is necessary for successful word-of-mouth marketing."
Angelo Fernando is marketing communications director at Imperial Capital Bank, and a freelance writer based in Tempe, Ariz., USA, covering business, marketing, media and technology. He can be reached at firstname.lastname@example.org.